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Canada’s ‘Cannabis Act’ Gets Lit As Rolling Papers To Celebrate Legalization
By Izza Sofia, 19 Oct 2018
Canada finally legalized recreational cannabis on 17 October.
To celebrate this milestone, Canada’s first marijuana business accelerator Leaf Forward invites Canadians to light up by using rolling papers printed with ‘Bill C-45’, also known as the ‘Cannabis Act’.
Together with creative agency Rethink, Leaf Forward transformed 152 pages of ‘Bill C-45’ into rolling papers with non-toxic ink, placed in packaging that mimics official government documents, so that Canadians can light up or “pass the bill.”
Speaking about the campaign, Rethink’s creative director Joel Holtby said it perfectly targets the cannabis industry and individuals who are excited about its future prospects.
The idea of the ad is “socially shareable” and celebrates the hard work that leaders and activists have invested to make this day possible.
[via Strategy Online, images via Leaf Forward]
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